The continuing explosion of media forms – microblogging sites like Twitter and social networking sites like Facebook and LinkedIn; livecasting sites like Ustream and Skype and social network aggregation sites like Friendfeed; plus millions of blogs – is revolutionizing how people communicate and how they interact with brands.
As a result of this and the continuing economic recession, marketing budgets for conventional media are shrinking. In Europe, nearly three-quarters of marketers are reducing their offline advertising production budgets. The challenge for the advertising industry in the U.S. is not significantly different.
These situations make it critical that the dollars that marketers do spend on advertising campaign productions are spent as efficiently as possible. By streamlining materials workflows, Schawk gives its clients the ability to maximize their share of voice in the marketplace in terms of media spend.
Schawk has helped clients around the world create compelling and consistent brand experiences that hinge of Schawk's advertising executional expertise across brand touchpoints – whether this be in magazines, newpapers, direct marketing vehicles, sales collateral, digital or television.
Schawk's expertise in an industry with famously rapid turnaround times enabled a major European airline to shoot its latest advertising campaign in the morning at a major airport and have it appear in the London evening newspapers. The campaign was very high-profile and its impact and timeliness attracted media attention.
Another benefit of Schawk's expertise in executional areas such as production, campaign project management and media asset management is that it allows our clients' media agencies to delay advertising space reservation commitments and secure more favorable rates closer to publication. In fact, for one of our global clients, we were able to further maximize efficiencies by executing advertising through Schawk service hubs around the world, working closely with both the advertising and media agencies in the respective countries. This ensured that brand guidelines and standards were adhered to and that all messaging was consistent.